Search Trumps Social - Confirmed Again

According to a new report from the Pew Institute - even when looking for a bar or restaurant only 3% of responders use social media to find a place to eat or drink. I find that amazingly low given the amount of talk and things written about the need for business to "go social". My rule of thumb has been if it is B-to-B then social is unnecessary. If it is B-to-C then maybe. But this makes me question even that. We all have to remember...when there are vast amounts of money trying to convince us to do something...be careful. Here is an excerpt from an article at www.SearchEngineLand.com

Restaurants, Bars & Clubs, Internet Rules
When it comes to finding information about bars, restaurants and clubs, 51 percent use the internet overall, with this breakdown:

search engines – 38 percent
specialty websites – 17 percent (e.g., Yelp, though that was not specifically identified)
social media – 3 percent (social networks and Twitter)

As for offline media, the breakdown is this way:
31 percent use newspapers (print [26 percent], online [5 percent])
23 percent word of mouth
8 percent rely upon local TV (traditional, online)